Hasta La Creative!

Three of the largest ad industry trade groups say they have finally struck down the click-through.

In an open letter to their members, the Association of National Advertisers, the American Association of Advertising Agencies and the Interactive Advertising Bureau said they’re in the homestretch of establishing viewable impressions as the standard for digital ad campaign measurement.

But there remain bumps in that last stretch of road — mainly discrepancies in how certified measurement services gauge viewable impressions. In the hopes of identifying and smoothing those differences, the organizations have called on their members to provide detailed data on campaign viewability measurement, a project to be overseen by the Media Ratings Council.

Continue reading at AdAge.com